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Unveiling the Path to Innovation: Where Great Ideas Beg

Writer's picture: Matthew ZainoMatthew Zaino


Imagine this: it's 2010, and a curious mind named Thomas Thwaites sets out to build a toaster from scratch. You might be thinking, "How hard could it be?" Let's say it turned out to be quite an unexpected adventure.


It all started when Thwaites strolled into a store and picked up the cheapest toaster. Little did he know, this simple appliance held secrets beyond his imagination. Armed with determination, he took it home, ready to unravel its mysteries.


Thomas Thwaites & The Toaster Project
Thomas Thwaites & The Toaster Project Photo Credit: V2

Thwaites dismantled the toaster piece by piece, expecting a handful of parts. But what he found sprawled across his floor amazed him: over 400 components! Plastic, nickel, steel—you name it, the toaster had it.


Undeterred by the complexity, Thwaites dove headfirst into the challenge. His first task? Crafting the steel components. Sounds simple, right? Not quite. He quickly learned that making steel required iron ore, an ingredient he didn't have and not easy for the average citizen to obtain.



Observing the more than 400 components of a toaster
Observing the more than 400 components of a toaster Photo Credit: Thomas Thwaites


But Thomas wasn't one to give up easily. With a stroke of luck, he contacted a local iron mine and made a daring request: Would they allow him to use some of their iron ore for his project? To his surprise, they agreed.


And just like that, Thwaites' toaster adventure took an unexpected turn. With perseverance and a touch of ingenuity, he was well on his way to creating something truly remarkable—all starting from a humble shop-bought toaster.


The excitement didn't last long for Thomas Thwaites


When he got to making the plastic case for his toaster, Thwaites hit a roadblock. He found out that to make the plastic, he needed something called crude oil. So, he dialed up BP and asked if they could give him a hand by flying him out to an oil rig and sharing some oil for his project. But BP turned him down flat. Oil companies aren't as willing to help out as iron mines.


Thwaites had to come up with a Plan B. He ended up collecting bits of plastic here and there and melting them down to shape the case for his toaster. It wasn't as easy as it sounds. Instead of a sleek kitchen appliance, his homemade toaster looked more like a melted cake.


And that's just one of Thwaites's challenges in The Toaster Project. At every turn, he found himself needing something from a previous step. For example, to make the nickel parts, he had to resort to melting down old coins. Looking back on it, he said,


"I realized that if you started absolutely from scratch, you could easily spend your life making a toaster."

It was tough, but Thwaites wasn't ready to throw in the towel yet.


Why Starting from Scratch Isn't Always the Best Idea


Let's discuss starting from scratch. We often consider this approach when we want to generate new ideas or make significant changes. But is it the best approach?


Consider this: in nature, birds' feathers didn't just appear out of nowhere. Some experts think they evolved from reptilian scales over a long period. At first, these feathers were small and used to keep warm. But gradually, they developed into more giant feathers that could help birds fly.


The Evolution of the Bird
The Evolution of the Bird Photo Credit: National Geographic

It wasn't like there was a sudden decision in the animal kingdom to start from scratch and create birds that could fly. Instead, it was a slow process of building on what already existed.


Human flight followed a similar path. We often talk about Orville and Wilbur Wright as the inventors of modern flight. But they weren't the only ones working on it. There were other pioneers before them, like Otto Lilienthal and Samuel Langley. The Wright brothers learned from these earlier efforts and used them to create their flying machine.



The Langley Aerodome
The Langley Aerodome Photo Credit: Britannica

The key takeaway is that the most creative ideas often come from combining old ideas in new ways. Instead of starting from scratch, building on what already works is usually better. Making minor improvements to existing systems is often more effective than reinventing the wheel.


So, next time you're faced with a problem, don't automatically think you must start over from scratch. Look at what's already been done and see if you can find a new approach. Who knows? You could come up with something unique.


 Unveiling the Hidden Complexity of Everyday Objects


Let's take a moment to think about something we use every day: the toaster. It's a simple appliance, right? But have you ever considered all the intricate steps in bringing it to your kitchen countertop?


When you buy a toaster, the last thing on your mind is the journey to get there. You're not thinking about the iron mined deep within the earth or the oil extracted from the ground to create its plastic parts.


We often fail to realize is the incredible interconnectedness of everything around us. Our modern world is filled with complex processes, but we're usually too focused on the end result to notice.


This is where The Toaster Project comes into play. It highlights how we tend to overlook the complexities of our world. Instead of appreciating the numerous steps involved, we see the final product on the store shelf.


But here's the kicker: when faced with complex problems, it's often wiser to build upon what already works. Why reinvent the wheel when there are already tried-and-tested solutions out there? After all, ideas that are currently working have proven themselves in the challenging terrain of our complex world.


So, let's remember: iterate, don't originate. By building on existing ideas and processes, we can navigate the complexities of our world more effectively and achieve greater success.


The Toaster Project
The Toaster Project By Thomas Thwaites

Keywords: Unveiling the Path to Innovation: Where Great Ideas Beg

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